Integrated Marketing

Communication
Assignment
On

Submitted By:

Shivani Mehra

08bs0003152

KAOS Member
Table of Contents

1. Overview of The Sector 1

2. Introduction 3
3. Analysis of Reebok Taglines and Logos 6
4. Market Segmentation and Positioning 10
5. Reebok Product Mix 11
6. Details of Store visits 14
7. Advertising Agencies 15
8. Promotion Strategy 16
9. Media Vehicles 17
10.Below The Line 23
11.Reebok Print Ads 24
 Executive summary

The objective of the study was to assess the Reebok communication strategies and various means
used for creating awareness among its masses. Reebok International, a subsidiary of Adidas quite
successfully communicated its brand among the people. Its has created a mark in the market and
has a good hold on it. Reebok India is also successful.
 Overview of the Sector
The footwear sector is a diverse industry which covers a wide variety of materials (textile,
plastics, rubber and leather) and products from different types of men's, women's and children's
footwear to more specialized products like snowboard boots and protective footwear. This
diversity of end products corresponds to a multitude of industrial processes, enterprises and
market structures. The footwear market consists of the total revenue generated through the sale
of all types of men’s, women’s and children’s shoes. The market is valued at retail selling price
with any currency conversions calculated using constant 2007 annual average exchange rates.
The Indian Footwear Industry
The Indian footwear market has seen very healthy increases in its growth over the past five
years, although it was outperformed by the larger Chinese market during this period. Its value
and volume are set to increase at a with double-digit annual growth rates over the forecast
period.
The Indian footwear industry is a significant segment of the leather industry in India. It ranks
second among the footwear producing countries next to China. It produces more of gents’
footwear while the world’s major production is in ladies footwear. The industry is labor intensive
and is concentrated in the small and cottage industry sectors. While leather shoes and uppers are
concentrated in large scale units, the sandals and chappals are produced in the household and
cottage sector. In the case of chappals and sandals, use of non-leather material is prevalent in the
domestic market. The major production centers of India are Chennai, Ranipet, and Ambur in
Tamil Nadu, Mumbai in Maharastra, Kanpur in U.P., Jalandhar in Punjab, Agra and Delhi. The
following table indicates concentration of units in various parts of the country
The Indian footwear industry is provided with institutional infrastructure support through
premier institutions like Central Leather Research Institute, Chennai, Footwear Design &
Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the
areas of technological development, design and product development and human resource
development. The availability of abundant raw material base, large domestic market and the
opportunity to cater to world markets makes India an attractive destination for technology and
investments.
The Indian footwear retail market is expected to grow at CAGR of over 20% for the periods
spanning from 2008 to 2011. Footwear is expected to comprise about 60% of the total leather
exports by 2011 from over 38% in 2006-2007. Presently, the Indian footwear market is
dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear
retail market. By products, the Indian footwear market is dominated by casual footwear market
that makes up for nearly two-third of the total footwear retail market. The Indian footwear
market scores over other footwear markets as it gives benefits like low cost of production,
abundant raw material, and has huge consumption market.
The annual domestic consumption of shoes in India is 1.1 billion pairs and it is estimated that the
footwear market is around Rs 10, 000 crore and will grow at 10% pa, this offers great
opportunities for a company like Bata to expand. MNC Brands Sold in India are sold Adidas,
Aldo, Bally, Clarks, Ecco, Florshiem, Ferragammo, Hush Puppies, Lee cooper, Lloyd, Marks &
Spencer, Nike, Nine West, New Balance, Reebok, Rockport, Stacy Adams, Levi Strauss , Lee
Cooper, Puma, Bata. Indian Brands sold in India are Red Tape, Liberty, Khadims, Lakhani,
Metro, Action, Provogue, ID, M&B Footwear, Firangi
Reebok: Reebok India commands a 51% market share in the premium sportswear industry in the
Rs 2000-crore premium sportswear market.. It plans to increase the store count from the existing
500 to over 600 before 2008. Reebok reaches out to its target customers through its 500
exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. The company has
plan to tap tier II and Tier III cities. Reebok is planning to add 55 new lifestyle stores by the end
of this year. It offers different segments for both men and women like sports and fitness
footwear, apparel, accessories, fitness equipment and the lifestyle section.

The Global Footwear Industry

The global footwear market grew by 4.1% in 2008 to reach a value of $208.4 billion. In 2013,
the market is forecast to have a value of $272.5 billion, an increase of 30.7% since 2008. The
market grew by 4.8% in 2008 to reach a volume of 11.6 billion pairs. In 2013, the market is
forecast to have a volume of 15.1 billion pairs, an increase of 30.2% since 2008. Europe is the
largest footwear market, accounting for 42.3% of the global value. The global footwear market
consists of the total revenues generated through the sale of all types of mens, womens and
childrens shoes. The market is valued at retail selling price with any currency conversions
calculated using constant 2007 annual average exchange rates.

Reebok International, a subsidiary of Adidas, is engaged in the design, marketing and

distribution of sports, fitness and casual footwear, apparel and equipment. The company
primarily operates in North America, Europe and Asia Pacific. The company recorded revenues
of E2,333 million in the fiscal year ended December 2007, a decrease of 5.7% over 2006. The
operating profit of the company was E109 million in the fiscal year 2007, an increase of 26.7%
over 2006. . According to 2004 figures by the Sporting Goods Manufacturers Association
International, Nike had about 36%, Adidas 8.9% and Reebok 12.2% market share in the athletic-
footwear market in the U.S.

Introduction

Company Background
Headquartered in the US, Reebok is worldwide designer, marketer and distributor of sports,
fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, Jofa,
Koho and Greg Norman brands. Reebok announced in August 2005 that it would be merging
with Adidas. Reebok is an American-inspired, global brand that creates and markets sports and
lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s
categories. The brand is committed to designing products and marketing programs that reflect
creativity and the desire to constantly challenge the status quo.

Reebok India
Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder
Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and
Bangalore and ranks at the top amongst international footwear companies in India. The
Company's brand vision is fulfilling potential, its mission – Always challenge and lead through
creativity. Reeboks brand values are authentic, individualistic, courageous, empowering,
innovative and real. Reebok has introduced its internationally acclaimed fitness programs in
India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness
instructors, personal trainers and health club owners. Reebok has trained and certified more then
800 trainers till now.

Reebok India commands a 54% market share in the premium sportswear industry according to
the calendar year December 2008. Its revenue has touched 1400 Crores (at retail price) in 2008.
It plans to increase the store count from the existing 500 to over 600 before 2007. Reebok
reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop
outlets & 2500 dealer outlets. Reebok has the single largest store in Hyderabad.

Reebok International Ltd.

Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer,
marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the
Reebok, Rockport, CCM, JOFA, KOHO and Greg Norman Brands. Sales for 2004 totaled
approximately $3.8 billion.

According to the Reebok website as on May 2007, Footwear Reebok uses footwear factories in
14 countries. Most factories making Reebok footwear are based in Asia — primarily China
(accounting for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and
Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11
factories, employing over 75,000 workers. Apparel Reebok has factories in 45 countries. The
process of purchasing products from suppliers is organized by region. Most (52%) of Reebok's
apparel sold in the United States is produced in Asia, with the rest coming from countries in the
Caribbean, North America, Africa and the Middle East. Apparel sold in Europe is typically
sourced from Asia and Europe. Apparel sold in the Asia Pacific region is typically produced by
Asian-based manufacturers.
Corporate Goals
Reebok’s Vision
Reebok is dedicated to providing each and every athlete - from professional athletes to
recreational runners to kids on the playground - with the opportunity, the products, and the
inspiration to achieve what they are capable of. We all have the potential to do great things. As a
brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and
employees fulfill their true potential and reach heights they may have thought un-reachable.

Reebok’s Mission
At Reebok, we see the world a little differently and throughout our history have made our mark
when we’ve had the courage to challenge convention. Reebok creates products and marketing
programs that reflect the brand’s unlimited creative potential.

Reebok’s Purpose Top

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To Empower Global Youth to Fulfill their Potential m
Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok
brand. For two decades, Human Rights, through the Reebok Human Rights program, were
the primary focus of this effort. Reebok has expanded on what had been built and created a
Global Corporate Citizenship platform with a purpose for the brand that will help
underprivileged, underserved youth around the world fulfill their potential and live healthy, s e a rc h

active lives.
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Reebok Is for Real

Reebok 4 Real is our Corporate Citizenship platform and encompasses four key areas:
Philanthropy, Programming, Partnerships and Sustainability

Philanthropy: The Reebok Foundation focuses its philanthropy in communities where Reebok’s
offices are located. The Foundation strives to promote social and economic equality by funding
non-profit organizations delivering programs aimed at inner-city youth and underserved groups
to empower youth to fulfill their potential – programs that provide youth with the tools they need
to lead healthy, happy and actives lives.

Programming: We offer a wide range of programming designed to inspire and engage our
employees including time off to volunteer, matching gift programs, and the REACH product
donation program and through the Reebok4Real Human Rights Student Advocate Program.

Partnerships: We seek partnerships which reflect our commitment to being responsible and
making a difference. These collaborations include working with our athletes and assets and an
active sponsorship of the Avon Walk for Breast Cancer.

Sustainability: We take pride in our long standing efforts to set responsible workplace standards
and to reduce our impact on the environment. As part of the Adidas Group, we continue to help
ensure fair, safe and healthy factory conditions and believe that all workers involved in the
production process deserve to be treated with dignity and respect. We also strive to reduce our
environmental impacts through our design process, day-to-day operations and in our supply
chain.

Analysis of Reebok Taglines and Logos

Reebok Taglines Development

Tag lines give a brand the momentum it can only dream of, if it is used the right way. It is very important
to develop a catchy corporate tagline in addition to a great corporate logo that will effectively
communicate in one sentence what services or products your company sells.

Reebok’s taglines are focused on women fitness, where it has deep roots; men’s fitness and training, to be
credible an athletic footwear brand; and classics. Over the years Reebok has constantly changed its
taglines and highlighted on different aspects of fitness and used celebrities to promote it.

In 2008, Reebok joined hands with the celebrity Bipasha Basu to make fitness fun with Reebok.
Reebok pinpointed the consumer insight that women perceive exercise as a chore, and would work out
more often if the gym was fun. Reebok also uncovered that while it is a universal truth that women find
exercise transformational and empowering, they push it aside because it is perceived as a boring chore.
Reebok was on a mission to make fitness fun again through an exciting partnership with top instructors
from around the world renowned for their fresh, fun approach to working out. Reebok's challenger
approach was to provide consumers with the choice to take the boredom out of working out. Running
online, out-of-home, in-store, and in print, the campaign features fun, engaging taglines such as, "Less
work, more play. Fitness is what you make of it. Your Move" and "Confusing fitness with fun? Your
Move.
In 2006, Reebok had a tagline “Run easy”. The Run Easy campaign took a 180 degree turn from
traditional sport advertising. The “hit the wall” attitude that is portrayed in the sport applies only
to a handful of participants and the rest are struggling to reach an ideal that isn’t achievable. Of
course, this leads to injuries, pain and a general dislike of the sport. This campaign addresses the
majority of runners. It’s emphasizes running as a social activity and more importantly, fun. The
campaign was well liked by the people and Reebok had created a companion site called
GoRunEasy.com to emphasize the social aspect of running.
Some of the other Taglines of Reebok are:

June 2009 – “Have Fun While You Run”

Early 2008 – “I am what I am”

“Take the gym with you”

“Eye candy for your feet”

“Little Said, greatly Felt! ”

Reebok Logo Development

The original Reebok logo shows the Union Jack, representing the brand’s beginnings in Bolton,
England in 1895.

The logo was modified to represent the Reebok Classic Collection, a collection of products
characterized by the brand’s past.

In the late 80s, Reebok introduced a second icon, known as the vector. This icon
was introduced to represent a new era of "performance" product. The design
comes from cues on the product known as the "side stripe cross check".
There have been modifications and iterations of the Reebok Performance Logo over
the years. The vector has been Reebok's iconic symbol of Sport Performance.

To achieve a greater connection to the youth market, in 2001 Reebok introduced a

new tier of product known as Rbk. The success of this branding influenced
Reebok to look at its overall branding scheme and determine that the future of the
brand would best be represented by this new logo.

At the 50th anniversary of the brand name in 2008, Reebok returned its brand
identity from Rbk to Reebok. While Rbk captured a moment in time for the brand,
Reebok is timeless and reflects the company's heritage. The new design entails a
new font that is modern, yet simple, and incorporates the face of the brand.

Market Segmentation Targeting and Positioning

Ever since it established a presence in India in 1995, Reebok has dominated the Indian
sportswear market. While its major competitors Adidas and Nike have not been as successful in
the Indian market. As a consumer-driven brand, Reebok commits to offer consumers products
that provide maximum fit and comfort. For Reebok this means designing and developing
products with materials, styles and technologies that enhance fit and comfort for consumers.

The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In
2008, the Reebok brand has further refined its strategy considering the brand’s heritage and
values, consumer insights and positioning within the Adidas Group port folio. Inspired by its
roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses
going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to
Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands,
Reebok is committed to make fitness fun again – challenging men and women to fulfill their
potential in sport and in life by providing them with the opportunity, the products and the
inspiration to have fun staying in shape.

The depth of Reebok’s India operations is reflected in the numbers. The company says it is
growing at a compounded annual rate of 30 per cent for the past 3-4 years; in 2007, it says, it
crossed Rs 900 crore in sales. Reebok has segmented its market on the basis of the needs of the
consumer groups like runners, Aerobic/fitness exercisers, Tennis players, Basket Ball players,
Golfers, Adventure seekers, Walkers, Children, Comfort/Style conscious group. For each
particular segment of group they offer unique range of shoes (products) and continuously come
up with new line of shoes. The shoes they offer are like running shoes, Aerobic shoes, Tennis
shoes, Basket Ball shoes, Kids shoes, Walking shoes, Training shoes, Golf shoes. With
technologies such as SmoothFit™, KineticFit and The Pump™, Reebok has already provided
consumers with innovative fit elements in its apparel and footwear.

Reebok target customers are kids, youth, women and men. Reebok mission is to make fitness fun
again for women . Reebok began to define its focus on women’s fitness in autumn 2008,
launching a women’s specific “Your Move” campaign. In 2009, Reebok launched a new range of
shoes especially for women who are busy and don’t find time to gym. The EasyTone™ footwear
collection was launched for the targeted group of busy women. In 2009 for men Reebok
launched the SelectRide™, an underfoot cushioning technology that allows the athlete to select
the “train” or “run” mode.

Research pointed that Reebok’s target age 15-24 were early adopters/sneaker influencers. The
price point was too large a barrier for the brand target and they were not influencing other
groups. If they went after a sub-target group more interested in, and willing to pay for custom,
they could not only achieve their goals, but likely surpass them by tapping into the influencer
capabilities of this group.
They successfully increased brand awareness, traffic and sales and engaged users through a
highly targeted, segmented approach to selling Reebok’s custom sneakers. The tagline “I am
what I am” became a promise to the consumer that Reebok was a brand that enabled self-
expression

Media placements included areas where users consumed trend news, popular sneaker sites, music
sites, electronics and apparel fashion sites to reach this targeted audience.

Online banner creative emphasized the key selling feature of the shoe allowing users to
customize the shoe with a few clicks including color choice within the banner and ultimately be
driven to the custom website to finalize the process and buy their personally designed shoes.

Positioning
To reinforce its position as a premium sports and lifestyle brand, Reebok’s goal is to
significantly improve and increase its product offering at high and mid-price points to drive
growth in average selling prices. This approach may slow the targeted short-term top-line
development by voluntarily foregoing commercial opportunities in the low-price segment. More
importantly, however, it enables Reebok to build a platform for sustainable long-term sales and
profitability growth and preserves the brand’s image.

Celebrate Individuality in Sport and Life

Reebok understands that people are, above all, unique. Reebok’s positioning reflects this;
celebrating the distinct qualities that make people who they are - their unique points of view,
their individual style and their remarkable talents and accomplishments. Reebok celebrates their
individuality, their authenticity and the courage it takes to forge their own path to greatness.
While some may call them crazy or eccentric, Reebok calls them visionary and original.

Reebok Product Mix

Reebok offers a wide range of Footwear, Clothing and Accessories for both Men and Women. In
the footwear product mix it offers in Athletic, Casual and Court in a color range like black,
brown, grey, white, blue and pink. The footwear mix is offered both in men and women. In the
clothing, Reebok offers like jackets, tops and bottoms for both men and women for activities like
yoga, tennis, walking, fitness and training. Accessories like bags, sippers, caps.

The Reebok brand focuses on three product lines: Rbk, Performance, and Classic. Rbk product
line features street footwear, apparel, and accessories. Performance line includes apparel and
footwear designed for basketball, running, fitness, football, soccer, tennis, and other sports.
Classic lifestyle product line includes footwear and apparel products, as well as classic
reinterpretations. Reebok also has licensees for eyewear, watches, and heart rate monitors; and
licensees in the United States for children's apparel, team uniforms, socks, and jogging strollers.
The Ralph Lauren Footwear's product line features traditional classics, as well as dress and
casual silhouettes. The Greg Norman Collection includes wovens, play dry outerwear, and
sweaters. The company also offers hockey skates, sticks, helmets, and hockey-related apparel, as
well as recreational skates and the Roger Edwards line of lifestyle apparel. Its licensed and
branded active wear lines include fleece wear, pants, shirts, T-shirts, polo shirts, turtlenecks, and
outerwear and headwear embroidered with various teams' logos. The company distributes its
products to athletic specialty stores and other retail shops, as well as to sporting goods stores,
department stores, and shoe stores.

Reebok For Men

Footwear

Reebok offers a wide variety of footwear for the Men. It constantly upgrades its shoes with new
comfort levels and offers in various designs, colors, sizes and prices.

The various footwear from Reebok are: Reebok swing, Reebok cover point, Reebok sweep,
Reebok Verona, Valde fg, Dhoni Trainer, Smoothfit select ride, Hex ride radiate sf, Reebok
supreme.

Apparel
Reebok offers singlet, T-shirts, Shirts, Sweatshirts, Leather Jackets in Men’s Apparel.

Reebok offers in Tee: Graphic tee, Play tee, Race tee flash, Chase tee, Revolution tee, Campus
tee, Guitar tee, Class strip shirts, Short sleeves tee, and Campus logo tee

Reebok for Women.

Footwear

Reebok offers a wide range of women footwear.

Reebok offers: Premier kfg, Premier road plus, Verona, Hexride ready, Jungle low, Rang de
Basanti, Rangela, Swades, Black, Satyam Shivam Sundaram, Cirque du soleil boot, Easytone
flips, Easytone go outside, Premier sf cushion II

Apparel
Reebok offers in apparel: College strip tank, Disney polo, Graphic tee, Retro tee, Jacquard waist
coat, Stripper

Reebok for Children

Reebok offers its apparels for children as well. It offers cargo pants, tees, force shirt, jackets,
polo t-shirts, sweat shirts, pullovers and Shaimak Davar apparel.

Reebok Equipment

Portable: Reebok sunglasses, Soft dumbbell, Reebok fitness mat, Fitness belt, Fitness gloves

Non-Portable: Reebok Treadmill, Reebok Cross Trainer

Reebok Shamik Merchandixe: Jazz tops, Hooded sweat shirts, Three fourth pants, Shiamak
tees, skirts

Reebok Mickey Apparel Endorsed byYuvraj: Disney Mickey tees both for male and females.

Reebok Cricket Equipments: Bats endorsed by Dhoni and also providing cricket kit to IPL
tems like Kings XI Punjab, Chennai Super Kings, Knight Riders, Banglore Royal Chanllengers
 Details of the Three Store Visits:
Store I

Reebok has a showroom at Pacific Mall, Ghaziabad. There was an ongoing sale for the whole
month of January at Flat 40%. The offers are all decided by the company and held across Delhi
and NCR at the same time.

Store II

Reebok has also a showroom at South Extension Part 1, South Delhi. Likewise, here also there
was an ongoing sale at flat 40% for the whole month of January. Since its in heart of posh city,
the sales of this store are high. The customers are generally the young people and mostly the
college people as they wait for the sale as told by the store manager. The store has comparatively
more customers especially during the month of sale.

Store III

Reebok exclusive showroom at Vasant Vihar. There also the sale was on for the month of
January.

P.S.Note: The store managers didn’t had cards of either of the showrooms.
 Advertising Agencies
In 2004, Reebok hired McGarry Bowen as there advertising agency. Till 2007, McGarry was
Reebok’s brand agency. McGarry Bowen was founded in 2002 and has offices in New York and
Chicago. McGarry Bowen is a fully-integrated agency with advertising, design, relationship
marketing and a digital arm. The Agency has been the recipient of many honors, including
Adweek’s President’s Award for the “non-traditional agency having the greatest impact on the
industry.” The Agency works with many of the of the world’s best known companies including
JPMorgan, Chase, Kraft, Disney, Marriott International, Chevron, Pfizer, HP, Reebok
International, Crayola, InBev, Century 21, News Corp, The Wall Street Journal and the U.S.
Olympic Committee.

During the period of McGarry Bowen, Reebok had done advertising and marketing for various
products. Pump sneakers advertisements, “Two People in Everyone” ad campaign, Runners head
game- I am What I am ad campaign were all under this advertising agency.

In early March 2009, Reebok appointed DDB Worldwide as its creative advertising
agency.DDB will provide creative solutions across a range of brand advertising and marketing
communications and will service the business from three hubs: Berlin, Chicago, and Hong Kong.

DDB Worldwide Communications Group Inc (www.ddb.com) is the largest consolidated

advertising and marketing services global network in the world, according to Advertising Age.
DDB also has been frequently ranked as the most awarded agency network in the world by
Creativity magazine and The Gunn Report, among others. With more than 200 offices in over 90
countries, the DDB Group believes that creativity is the most powerful force in business,
building enduring and powerful brand experiences that create TalkValue,™ influence social
communities and drive results. DDB Worldwide is part of Omnicom Group Inc.

The agency handles brand advertising and marketing communications as the brand seeks to
establish the brand in the women's fitness market. The ad campaign “Your Move” was done
under this agency.

In September 2007 in Hong Kong, Reebok handed its regional advertising business to WPP
subsidiary Soho Square. Reebok is the founding client for Soho Square, which will manage
Reebok's key markets in the Asia Pacific including Hong Kong, Japan, Korea, Australia and
India and China.

Promotion Strategy
The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In
2008, the Reebok brand has further refined its strategy considering the brand’s heritage and
values, consumer insights and positioning within the adidas Group port folio. Inspired by its
roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses
going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to
Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands,
Reebok is committed to make fitness fun again – challenging men and women to fulfill their
potential in sport and in life by providing them with the opportunity, the products and the
inspiration to have fun staying in shape

Reebok provides great deals on quality footwear, apparel, and fitness equipment for women,
men, and kids. Reebok sports and lifestyle products are built on a strong heritage, commitment to
creativity, and the desire to constantly challenge the status quo. The company uses various
promotional tools to bring awareness among its customers. It offers discounts, vouchers, coupons
and custom made sneakers on their products. Apart from this, there are celebrity endorsements,
road shows, sponsorship events, television commercials, print ads, billboards, alliance events.

Rebook has hired currently DBB Worldwide as its advertising and creative agency. Reebok, a
multinational company, have separated 15% of its sales for its advertising and promotion
activities. It has different advertising strategy in different areas of the world.

Media Vehicles
Reebok uses various media tools to promote its brand and create awareness about the products.
Reebok uses television commercials, print ads, billboards, online advertising, sponsorship events
and various advertising campaigns for its promotion.

Print Media Advertising

Print Media Advertising consists of newspapers and Magazines. It also includes outdoor
billboards, transit posters, the yellow pages, and direct mail.

Reebok International

Magazines
The media vehicles that were used for magazines are Dime Magazine, URB1 Magazine, What’s
Haute Magazine, Sports Illustrated and ESPN Magazine.

In 2006, Reebok had launched a new campaign “I Am What I Am” featuring Lil Wayne, Mike
Jones and Lupe Fiasco. The print ads were featured in URB1 magazine. The campaign, based
around the image of athletes and Hip Hop artists, is supposed to represent individualism of each
person to design and wear a shoe that fits their personality, lifestyle, and comfort demands.
URB1 Magazine had reached out to Reebok to do a joint venture, releasing detailed photos and
information on each sneaker released for Hip Hop artists.

In 2009, Reebok Easy Tone shoes made news in What’s Haute magazine. The EasyTone shoes
are designed to create a natural instability which ironically makes them more fun to walk in. The
shoes are super cushiony – it truly feels like you’re walking on air. Testing proved the EasyTone
to be up to three times softer than conventional foam-based shoes.

In December 2009, Reebok also made news with its Reebok Pump Rudolph the Red Nosed
Reindeer. These are right up my alley. Especially for the winter. The brown suede is a good
look, it compliments the tan and the tiny bit of black. The red pump (Rudy’s nose) is a subtle
way of adding some color to the shoe. These definitely would get rocked. Hotness for the winter.

Reebok India

In India Reebok features its print ads on magazines like Flimfare Magzine, Cineblitz Magazine,
Stardust Magazine. The famous ad campaign of Mahindra Singh Dhoni and Bipasha Basu were
featured in these magazines.

Newspaper
Reebok International

Reebok had its ads on papers like International Herald Tribune, New York Times,
Washingtonpost, The Dawn

Reebok India

Reebok features its ad in supplement papers of national dailies like HT City of Hindustan Times,
Delhi Times of Times of India, Bombay Times of Times of India

Electronic Media Advertising

Television Media
Reebok International

Reebok had joined hands with various Television channels for its commercials. Reebok
commercials aired during NBA Basketball games, TNT basketball games, ESPN basketball
gmes and ESPN’s Sports Center.

Reebok had enrolled various celebrities both from athletic and non-athletic background for its
television commercials. The various ad campaigns were started for every launch of their new
products. Time to time new commercials aired on TV. Several tie-ups were made with different
television channels for its advertising.

In 2006, Reebok made a commercial with Lil Wayne, Mike Jones, Lupe Fiasco for the ad
campaign of “I Am What I Am”. The campaign, based around the image of athletes and Hip Hop
artists, is supposed to represent individualism of each person to design and wear a shoe that fits
their personality, lifestyle, and comfort demands. Previous artists and athletes in Reebok’s “I Am
What I Am” promotional campaign include Shawn “JayZ” Carter; Curtis “50 Cent” Jackson;
Yeo Ming of the Houston Rockets; Allen Iverson of the Philly 76ers; Tennis Legends Venus and
Serena Williams; Luicy Liu and more.

In 2008, Reebok had started its global campaign The “Your Move” and continues to revolve
Reebok’s positioning as the brand celebrates individuality, and supports those who choose to do
things their way. Thiery Henry, Jankovic and Alexander Ovechkin did TV commercials.

In 2007, Reebok had started a global campaign called “Two People in Everyone”. The campaign,
which brings to life Reebok's brand mission of 'Celebrating individuality in sport and life. Soccer
stars Thierry Henry, Iker Casillas and Andriy Shevchenko, basketball all-stars Allen Iverson and
Yao Ming, tennis rising star Nicole Vaidisova, Korean pop sensation Ivy, top Japanese model
Jessica Michibata, South American triathlete Oscar Galindez and accomplished martial artist Kid
Yamamoto. Two People in Everyone showcases two distinctively different sides and emotions in
each person. The essence of the campaign is to capture the off field side of these stars rarely seen
by the outside world and to recognise the fact that our consumers live dual lives. Television
Commercials were also made to promote the campaign.

In early 2007, Reebok launched a Run Easy campaign. It was a 30 million campaign. It featured
pair runners like NBA’s Allen Iverson, Soccer Star Thierry Henry and Track athletes
CarolinaKluft and Aries Merritt in its commercials. The commercials showed that they are
chatting while running at a relaxed pace. The conversations are intercut to add a comic effect

Reebok India

In 2008, Reebok commercial of “Your Move” ad campaign featured celebrities like

Bipasha Basu and Mahindra Singh Dhoni.
In 2007, global campaign of “Two People in One”, television commercials include Rahul
Dravid.

In 2007, “Run Easy” campaign, Indian cricket captain Rahul Dravid and wicket keeper M.S.
Dhoni featured in the Run Easy television commercials.

Infomercial
There are two types of infomercials, described as long form and short form. Long form
infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2
minutes long. Infomercials are also known as direct response television (DRTV) commercials or
direct response marketing.
The main objective in an infomercial is to create an impulse purchase, so that the consumer sees
the presentation and then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers and industry professionals. Reebok
arrange several infomercials in the sports based program.

Reebok first infomercial was on April 2001 for the Reebok Core Board, a stationary muscle-
training program. It was a 28-minute infomercial which demonstrated the system, including the
workout regimens, user testimonials and the system functions.

Internet Advertising
Reebok.com sells the same products on their web site as they do in the stores, providing the users
more ways of getting what they want. The prices of goods sold at Reebok.com are comparable
to those sold by their retail partners, so as not to take away sales and revenues from their
traditional channel partners. Reebok.com has not done much to promote its web site, but they do
put their web site address at the bottom of all their television commercials and print
advertisements. With Reebok.com being international, the marketing message will have to be
localized and "the choice of offline media will be determined on a country-to-country basis

Celebrity Endorsement
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising campaigns
such as television or print adverts to advertise specific or general products. Reebok had used
various sportsmen and non-sportsmen as their brand ambassadors.

Reebok International took various international cricket stars like Mahela Jayawardene, Sanath
Jayasuriya, Habibul Bashar, etc. in the non sports arena, Reebok took Rapper Jay-Z, 50-Cent,
Nelly, Scarlett Johansson for the celebrity endorsements.
Reebok India took Indian cricket stars like Mahindra Singh Dhoni, Rahul Dravid, Yuvraj singh.
Bipasha Basu is also endorsed for the brand promotion.

Sponsorship Advertising
Reebok had sponsored many sports both internationally and nationally. The company had tie-ups
with various sports for providing apparel, footwear, cricket equipments.

Reebok International

Reebok is the official sponsor of the International Cricket Council. It manufactures uniform for
ICC International Panel of umpires and referees. Also, all the playing kits used in ICC Events,
such as wickets, are sponsored by Reebok. It became official sponsor of ICC in 2007.

In North America, the company holds exclusive rights to manufacture and market both authentic
and replica uniform jerseys and sideline apparel of the teams of the National Football League
(NFL) since 2002 (marketed as NFL Equipment), the Canadian Football League (CFL) since
2004, and is the official shoe supplier to the NFL and Major League Baseball (MLB).

In Europe, the company holds exclusive rights with Premiership football club, Rugby Union.

In Australia, Reebok also signed an exclusive agreement to design and supply all eight team
home and away strips for the new Australian A-League competition. Reebok sponsors four teams
in the Australian Football League, those being the Fremantle Football Club, the Melbourne
Football Club, the Port Adelaide Football Club and the Richmond Football Club.

Rebook India

Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the Royal
Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals, Chennai Super Kings and
Deccan Chargers in the first edition of the league held in 2008.

Reebok also became the official partner of Force India on February 2009. Force India - India’s
only Formula One Team - is all set to speed its way into the fast-paced lives of more and more
Indians by partnering with premier sports and lifestyle products giant Reebok as its official
apparel and footwear merchandising partner for the next 5 years. After inking the association in
2008, the partnership between Force India F1 team and Reebok has rolled out with the 2009
Force India Team wear collection.

Reebok Below the Line Promotion

In 2007, Reebok India had started with its Run Easy Campaign. In an attempt to encourage
consumers to participate in the campaign, Reebok will give away ten thousand pairs of shoes in
the first phase. The company has decided to explore the parks frequented by joggers to undertake
promotional activities for the campaign.

Reebok Easy Vans along with trainers will demonstrate the spirit of Reebok Run Easy at the
parks in cities like Delhi, Mumbai and Bangalore. The trainers will also teach fitness steps like
warm ups, breathing patterns and foot movements to the joggers.The campaign enables Reebok
to associate directly connect with the consumers, unlike cricket where they are involved as mere
viewers. Reebok has launched three new footwear collections to attract the consumers who have
just started running.

Reebok Print Ads